An Unyielding Spirit in Adversity
Despite facing relentless inflationary challenges, rural India is a testament to resilience and adaptability. According to the Rural Barometer Report 2025 by GroupM and Kantar, rural consumers are recalibrating their consumption habits while embracing digital technology at an unprecedented rate. This shift is not only reshaping how rural India interacts with brands but is also setting the stage for a digital renaissance in regions previously dominated by traditional media. As stated in ET BrandEquity, the new digital era is particularly appealing to the younger demographic and the economically advantaged segments, who are navigating financial concerns with a cautious yet optimistic mindset.
Digital Engagement: A Rapid Climb
The report highlights a stunning 28% rise in digital engagement among rural consumers since 2022. Today, 70% of rural Indians are engaging with online media, from social media and instant messaging to video content. The digital revolution isn’t limited to entertainment; it’s paving the way for a robust digital ecosystem that includes e-commerce, digital payments, and OTT platforms.
The Coexistence of Old and New Media
While traditional media like TV and print still maintain significant influence, particularly among older generations, the momentum is shifting rapidly to digital platforms. Ajay Mehta, Managing Director at GroupM India, points out the necessity of adopting a dual-channel strategy — integrating the expansive reach of traditional media with the precision and personalization of digital platforms.
Hyper-Local Strategies for a New Era
Digital and social media have opened doors for rural India, connecting diverse communities and transforming brands’ marketing approaches. Puneet Avasthi of Kantar underscores the importance of hyper-local strategies that leverage the trust traditional media commands while infusing the agility of digital technology.
The Road Ahead: A Connected Future
The report clearly outlines the dynamic shifts in media and technology adoption, crafted for an audience that is both connected and conscious. For brands keen on succeeding in this vibrant market, understanding the intricate balance between digital and traditional media will be crucial. As rural India leaps forward in digital engagement, brands must tailor their strategies to connect meaningfully with this digitally enabled audience.